The Everyday Girl Boss: ShopToni.co

I was introduced to the amazing ladies behind ShopToni.co, their awesome product and their impactful mission through Instagram. A good friend of mine discovered them through Paige DeSorbo’s Instagram (hello Bravo’s Summer House!) and then word spread like wildfire. ShopToni.co is a Long Island, NY small business that makes some really cute scrunchies, masks and hats. What’s even better is that they’re a mission based company who donates a percentage of their proceeds to a new local cause each month.

All of their products are handmade pieces made in small batches of high-quality materials and no two pieces of their collection are identical as they “represent how different and imperfectly perfect we all are”. My personal favorites are the Phoebe and Brittany scrunchies. I’ve enjoyed watching them grow and I’m excited to continue watching them change the world one scrunchie at time.


Name: Sarah Buchheit & Jennifer LaRocco
Business Name: ShopToni.co
Established Year: 2020
Instagram: @ShopToni.co
Website: shoptoni.co

Tell me more about YOU, the dedicated and hardworking Girl Bosses behind the business.
This company came about from Jen and Sarah making scrunchies at hockey games every Sunday as something to keep busy and have fun with. We both took interest in it because it was a hobby that we both could enjoy together.

Tell us more about your business and how you became Girl Bosses.During the time of quarantine, Sarah had been unemployed and living with Jen and her fiance, Matt (who is also a part of our team).They both decided to use their skills on the sewing machine to try making a mask. After one long night of figuring out the method to making a mask, it became the start of our quarantine routine.

What does it mean to you to be a #GIRLBOSS?
#GIRLBOSS to us, is to put your 100% effort into your goal and staying consistent. We believe that if we put our all into ShopToni.co we will become better and stronger each day.

What do you love most about running your own business and being a Girl Boss?
We love that we are helping others as we go! 15% of our proceeds are donated to a new local cause each month. The do-gooder in each of us has definitely been driving us to push more and more.

What are some of the challenges you’ve faced in being a business owner?
The biggest challenge for us has been to stay positive during a challenging time of a global pandemic. Thankfully, there are three of us on the team so when one of us is down, we pull each other up.

Is there a moment during your career that stands out to you and validates your decision to become a Girl Boss?
We all agree that the turning point for our small business was when we got to know a follower on a more personal level. Her name is Chloejean and she is the first person who has made us feel this business is more than selling scrunchies and masks.

We learned that Chlojean lost her sister, Phoebe not too long ago. Therefore, we named a scrunchie “Phoebe” and helped raise money for an organization that was near and dear to the family – Thing Of My Very Own, Inc provides crisis intervention services to children in need. The outpour of love and support was more than we could ever imagine.

What advice would you give to aspiring Girl Bosses?
Wake up, grab your coffee, and go! Don’t stop and stay consistent. Everyday is a new day to succeed.

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